The Videocon & #BANNER1 & # Group wasn't kidding when it claimed to go in for a complete makeover earlier in the year. After putting in place new marketing and backend teams, the group's attention has shifted to its advertising, marketing and upcoming products.
The group has called for a creative pitch for five of the other consumer durables brands in its portfolio - Sansui, Electrolux, Akai, Hyundai and Kelvinator. The pitch also includes the upcoming mobile handsets business which Videocon will formally roll out in early 2009.
To put things in perspective, the Videocon Group has divided its entire portfolio of brands into two clusters. The first, comprising Videocon (the brand) and Kenstar, was recently assigned to Saatchi & Saatchi, as reported earlier by afaqs!
The Videocon Group is looking at a two agency setup for all its businesses: While Saatchi & Saatchi is on board already, the other agency, when selected, will be expected to handle the second cluster completely. "We want a two agency roster setup for more clarity and simplicity," says Tiwari.
Following the creative pitch will be a media planning pitch (the buying is done by Confidence, the in-house media division of the group). "We need to give our media planning a complete makeover too, from facial to pedicure," quips Tiwari. Next on the list is a hunt for an Internet marketing agency and a PR agency. But all these will happen much later; the immediate plan is to get the creative agency setup in place.
For the record, afaqs! reported recently that Saatchi & Saatchi won the Videocon and Kenstar business, while Publicis Ambience won the Videocon DTH business - Videocon's foray into DTH, a separate vertical under the group's media arm, Bharat Business Channel (BBCL).